This document discusses Seagate's channel data stewardship program. It provides an overview of Seagate's data governance processes including customer onboarding, electronic ordering, data integrity processes, and continuous process optimization. The goals of the program are to ensure accurate sales and inventory data reporting from channel partners in order to calculate rebates and incentives correctly and make informed business decisions. Key metrics such as match rates and compliance scores are monitored monthly to measure the effectiveness of the program.

1. Seagate Confidential
Business Operations – Customer Business Capabilities, Seagate Technology
Irina Popova
Channel Data Stewardship

2. 2
SEAGATE combines
INNOVATIVE TECHNOLOGIES in
new ways to SOLVE customer data
storage CHALLENGES.

3. Seagate Confidential 3
40,7%
21.9%
37,4%
Q4 FY16
All form factors
Total HDD Market Share
98.6M Units
STX TOSH WDC
Source: Seagate Shipments, Worldwide Finance; Competition Shipments, Strategic Marketing & Research

4. Seagate Confidential 4
The Seagate Advantage
Enabling people and businesses to create, share
and preserve their most important memories and
business insights
Supplier to largest cloud providers worldwide
Technology leader with 9000+ patents
First and only company to ship over 2
billion drives
BRANDED
SYSTEMS
SILICON
HDD / FLASH

5. Seagate Confidential 5Source: IDC – WW PC Tracker, March 2016; Gartner – WW PC Forecast September 4Q2015; Forward Insights – NAND Insights, 4Q15 (Tablets & Mobile Phones)
Where Compute Takes Place Now
2,0
2,0
2,0
2,1
2,1
2,1
2,1
2,1
2,2
100
150
200
250
300
350
400
450
CY13 CY14 CY15 CY16 CY17 CY18
Smartphones&TabletsinBillions
DevicesinMillions
Ultramobile Basic
Ultramobile Utility Tablet
Ultraslim Notebook PC
Convertible Notebook PC
Chromebook
Mini Notebook PC
Traditional Notebook PC
Smartphones & Tablets
Today, EIGHT OF TEN compute devices are TABLETS and SMARTPHONES and
SEVEN OF TEN Notebooks have slimmer form factors for increased mobility

6. Seagate Confidential 6
Source: KPCB, Gartner, Bain & Company, CCS Insight.
Factors Driving Growth
MOBILE DEVICE
PENETRATION
2 billion PC/mobile devices
will be shipped in 2015
PERSONAL DATA
CREATION
1.8 billion photos are uploaded
and shared per day
BIG DATA
Using Big Data analytics 2×
more likely to produce
top-quartile performance

7. Seagate Confidential 7
Location of exabytes shipped
Source: Strategic Marketing & Research End of Quarter Database, Product
Portfolio TAM Publication (Rev 62)
This Move Toward Mobility Is Shifting the Location
of Data
In 2010, more than half of
the storage was shipped
into the PC market…
105 Exabytes
65%
35%
0%
PC Storage Non-PC Storage

8. Seagate Confidential 8
Location of exabytes shipped
Source: Strategic Marketing & Research End of Quarter Database, Product
Portfolio TAM Publication (Rev 62)
This Move Toward Mobility Is Shifting the Location of Data
20%
69%
11%
PC Storage Non-PC Storage Tablet and Smartphone storage
6
%
65%
35%
907
Exabytes
…By 2020, that
predominance will
dramatically shift
to non-PC Storage

9. Business Operations
Customer Business Capabilities

10. Seagate Confidential 10
Digital Business is Deriving More Value From the Abstract
Data Value
Monetization and Value
Process Efficiency and Cost Reductions
Implemented Risk Management
Data Value Steps Along Our Journey – Balancing Accuracy with Timeliness
• Monetization of Data. For Seagate literally calculating what to pay as rebates
• Delivering more targeted marketing and aligning with a better customer experience
• Data driven decision making with more accuracy. Balancing needs of accurate data with timely delivery
• Building a process that was efficient and scalable, from the ground up
• Lowering cost. Ensuring that we are paying rebates on the right behavior
• Expectation of accuracy
• Create the right data layer to measure sell through, inventory, and rebates at the needed levels
• Automated tracking and calculation of this data at these levels
• Partnering internally and cross-functionally to deliver shared results
• Start with the end in mind: prioritized use cases to deliver needed changes and results
1
3
2

11. Seagate Confidential 11
Compliance and Reporting
Expectations & On-Boarding
Build ground rules from
the beginning and
set it up right
Data Definitions
& Protocols
Shared definitions and
ways to interact
and communicate
clearly defined
Analysis & Continuous
Improvement
Review of data daily and
metrics weekly.
Quarterly QBRs and
feedback for
improvement
Measurement
& Support
Exception-based
monitoring. E-mail
and defined points of
contact and scaling
support
Establishing a
common
approach and
framework for
data reporting,
communication,
and standards in
a collaborative
relationship
underpinned with
T&Cs.
1
23
4
Joint
Ownership

12. Seagate Confidential 12
Scale of Channel POS/Inventory Coverage
Results and High Level Data Points
63
207
137
1387
200K
Countries
Tier 1
Partners
Reporting
Tier 2 In-direct & OEM
Partners Reporting
Weekly
Unique
Seagate
SKUs
Unique Indirect
Customer
Records

13. Seagate Confidential 13
Match Rates by Units:
• Customer Records:
• AMER – 99%
• APAC – 99%
• CHINA – 97%
• EMEA – 96%
• Global Compliance:
• Quality – 99%
• Completeness – 98%
• Timeliness – 58%
• Overall – 86%
Data & Dashboard Results (Measured Monthly)
• Changing Channel:
• 2,500 in-directs with reported sales of +100 units QTD
• 3,000 new customer names reported
• 300 name variations
• 2,700 new in-direct customers identified
• Exception Resolution:
• 2,000 historical transactions (older than 10 days)
• 1,000 invalid SKUs
• 1,200 required fields missing
• 250 duplicate lines

14. Seagate Confidential
Seagate & Zyme
Full Suite
Zyme BI – ZAP, Zyme
Data Management with
TrueData, TrueID, Data
Stewards through to
TruePay
ProductsFlexibility
Configurable tool to solve
any business process
ProcessKnowledge Base
Industry-expert staff,
commitment, complex
problem-solvers, longevity
Culture Connectivity
Customer Support and a
Single point of contact
SupportImplementation
Proven protocols,
thorough yet fast
integration
TTM
Strategic Partnership

15. Seagate Confidential 15
Channel Data is used primarily for enabling channel programs, customer
segmentation and business decision making
• Channel Program Credits – The biggest
Channel Program Payments, SPA’s and
Rebates as well as Price Protection are
entirely calculated based on reported
channel data
 Marketing Teams base their customer
segmentation and Rewards programs
entirely based on the channel data
 Sales and Logistics decisions are made
weekly based on the levels of inventory
and sell through rates together with hard
order placement – the build plan and
pricing strategy are influenced by the
data too
Marketing :
Customer
Segmentation
Product
Based
business
decisions
Channel
Programs –
Incentives
and Rebates
DG

16. Seagate Confidential 16
Applied Business Value of Customer Data
Incentives and Rebates
AUTHORIZED
DISTRIBUTOR
PREFERED
PARTNER
PROGRAM
SELL THROUGH
TARGETS
MARKETING
DEVELOPMENT
FUNDS
TIMED
INCENTIVES
VOLUME BASED
PROGRAMS

17. Seagate Confidential 17
Exclusive Information
Exclusive Access Real Rewards
* Depends on geography and level
Training, Newsletters, Webinars, Rewards, Sales Leads*
A Partner Program with Real Business Value

18. Seagate Confidential 18
- Adhoc data validation and cleansing
- Data issues escalations
- Data merges/splits/parenting (CRM/ZYME)
- Adhoc updates
- Analysis and comparison of POS vs SFDC data
- Status updates with 3rd parties (Rewards)
- Weekly data cleansing and audit
- Weekly Partner audit and updates
- Regular SFDC data audit
- Regular POS data audit
- Bulk updates splits/merges
- Partner segmentation
- Activities reporting
- Process review and documentation
-
Channel Marketing Data Steward
Monthly
Weekly
Daily/AdHoc
Quarterly

19. Seagate Confidential 19
The Process
Data Stewardship
The process was put in place to ensure Point of Sale and Inventory Data (POS/I) integrity for the
purpose of paying programs, rebates, and incentives to the customer base as well as segmentation of
the indirect customers and making more relevant business decisions. This is done through data
stewardship, cleansing, and training of the customers and partners to meet our data requirements per
the signed terms and conditions that they agreed to by becoming a customer in our distribution chain.

20. Seagate Confidential 20
Data Stewardship: Point of Sale & Inventory Data
Data Stewardship Charter:
Value
• Accurate direct customer channel data loading for better business outcomes with data driven decision making and visibility
• Provide Customer Data Integrity through management, cleansing, and entity mergers managing LSIDs and match rates for this data. Ensures accurate sales programs and Debit SPA claims
calculations, Customer Target & Program Attainment, and Impacts Sales Commissions.
• Subject Matter Experts of Customer & POS/I Data. Ensuring adherence to customer T&Cs and mitigating penalties and termination.
• Voice of the Customer, Feedback correlating to Data, Process, Tool, and System Improvement, & Alignment with Customer Centricity
Data Steward objective to create accurate POS/I for business decision making as well as customer programs, rebates, and incentives.
In Region Sales Support Role that Manages Customer Onboarding, Electronic Ordering, Data Integrity, and Process Optimization
Interconnectivity and Subject Matter Experts of Customer facing Systems, Processes, and Data.
▪ Four areas of expertise and ownership in order to facilitate the customer experience and transaction relationship
▪ Facilitates Electronic Business with our Direct Customers: CORP Accounts, OEMs, Distributors and B&M Retailers
▪ Works Cross-Functionally with: Customers, Sales, AM, Finance, Pricing, Marketing, Order Management, and CSO. Coordinates third party vendors.
Problem Statement & Objective
Measures & Success Criteria
1. Maximize Channel Data Integrity of POS/I Reporting: Min 95%+ LSID Match Rate, 90%+ Compliance Score for DIST and AD-RTL
2. Maximize Direct Customer Adoption of Seagate Direct and Electronic Business Solutions: 95%+ of active channel bill-tos access to core apps
3. Maximize Percentage of Electronic Orders Received from Direct Customers: 90%+ of orders submitted electronically for revenue booked
4. Maximize Percentage of Electronic Return Orders Received from Direct Customers: 90%+ of orders and serial numbers submitted electronically

21. Seagate Confidential 21
Process Overview – Objectives, Key Processes, Outputs
On-boarding
Customer
Electronic Ordering &
Feeds
Data Integrity
Process
Optimization
Engaging, Registering, and
Training New Customers to do
business with Seagate.
Relationships maintained with
on-going training and issue
resolution.
Monitor, Prioritize, and Maximize
electronic self-service ordering.
Increasing speed while minimizing
cost.
Customer Support for data
reporting. Data Management,
Cleansing, Design & Use.
Continuous Process
Improvement & Subject Matter
Expertise in use and expansion
of tools, processes,
applications, and systems
Objectives
➢ Training meetings,
workshops, and materials
➢ Customer feedback and
single contact point for
on-boarding and
questions
➢ Set up and facilitating key
technical conversations with IT
➢ Managing B2B feed set ups
such as EDI
➢ Facilitating the use and training
on customer facing portals
➢ Management of customer data
reporting
➢ Regular pro-active cleansing of
customer data for POS/I
➢ Mergers and managing
matches for LSIDs
➢ Key SMEs when
applications change or are
upgraded
➢ Maintain data and check
across multiple systems
Key
Processes
➢ Ensuring standards
across customers
➢ Relationships maintained
➢ Ease of doing business
and setting up customers
➢ Electronic orders to Seagate
➢ Minimizing cost
➢ Feedback and voice of the
customer
➢ Accurate direct customer
channel data
➢ Data driven decision
making
➢ Ability to pay programs,
rebates, and incentives
➢ React, adapt and align to
rapid change and
customer’s way of doing
business
➢ Provide Voice of the
customer & address gaps
in internal processes
Key
Outputs
Data Stewardship

22. Seagate Confidential 22
LSID Matching, Compliance monthly score & SISO
variance in EMEA September 2016
•Compliance Scores at 91% for Sep-2016
LSID Match Percentages:
APAC: 98%
CN : 97%
EMEA: 99%
NA : 98%

23. Seagate Confidential 23
Checking Data Integrity = SISO (internal&in-line)

24. Seagate Confidential 24
LSID Matching

25. Seagate Confidential 25
.
Example of CRM Merging
.
Levels are as follows (highest to lowest): Elite, Premier, Partner Plus, Partner,-None-
See the illustrations below for examples of a correct merge cases.

26. Seagate Confidential
Back up & Reference:

27. Seagate Confidential 27
An effective data governance program enables the following key
components…
 Operating Model – Organizational structure
that facilitates the decision making process
and policy establishment across all areas of
data management, and provides oversight
and support for implementing the outcome of
those decisions
 Roles and Responsibilities – defining
organizational roles and responsibilities to
clearly outline ownership and accountability
for critical data assets
 Policy and Standards – Data standards,
policies, processes and metrics designed to
deliver high quality data to support business
needs
 Tools – tools and technologies to help
enable the data governance process
Data
Governance
Data
Architecture
Data
Quality
DG

28. Seagate Confidential 28
Data Governance is the formal orchestration of people, process, and technology
to enable the delivery of high-quality data in a secure and auditable fashion
Role of data
governance
• Establishes roles and responsibilities across the enterprise outlining the custodian, stewards and owners
of the data
• Defines processes, metrics, controls, and tools for the program, as well as, recommended organizational
structures
• Develops a corporate consensus on enterprise-wide data policies and standards
What data
governance
is NOT
• In particular, data governance is NOT:
– Data cleansing or extract, transform and load (ETL)
– Data architecture
– Data warehousing
– Database design and management
What is data
governance?
• A framework of policies and processes aimed at defining and managing the quality, existence,
completeness, accuracy, timeliness, availability, granularity and security of information - practiced at the
enterprise level and across the data information lifecycle
• A set of guiding principles ensuring information quality and availability via an agreed upon process and set of
practices which outline how information requirements will be met and reporting objectives achieved
Enablers
• Senior executive sponsorship and support for data governance initiatives
• Enterprise data architecture and technical standards
Instead, data governance works in
partnership with these functions to
establish coordinated data policies that
best leverage your data assets
DG

29. Seagate Confidential 29
CUSTOMER
ON-
BOARDING
ELECTRONIC
BUSINESS
DATA
INTEGRITY
PROCESS
OPTIMIZATION
Business Ops – eDeploy & Data Stewards
In Region Sales Support Role – Interconnectivity of Systems, Process & Data
Engage, register, and train new customers as well as
support Sales & AM with customer facing tools.
Includes integration of new business entities to Seagate
Ensures timely, complete and accurate sales out and
inventory data while continuously improving and
optimizing the process
Customer On-Boarding & Ordering Data Integrity and Process Optimization

30. Seagate Confidential 30
In Region Sales Support Role – Interconnectivity of Systems, Process & Data
Business Ops – eDeploy & Data Stewards
Engaging with New
Customers:
Engage, register, and train
new customers as well as
support Sales & AM with
customer facing tools.
Includes integration of
new business entities to
Seagate
1. ON BOARDING
Continuous
Improvement:
Provide Voice of the
Customer to the business
and IT for business
transactions
React, Adapt and Align to
rapid change at customers
and ways of doing
business
4. PROCESS
OPTIMIZATION
Customer Data
Management:
Support channel customer
POS/Inventory reporting in
order to ensure timely,
complete, and accurate
data
Data quality and cleansing
to drive data driven
decision making and
better business outcomes
3. DATA INTEGRITY
Utilization of B2B
Connectivity :
Collaboration with Account
& Order Management on
EDI, SOLO, and E2Open
B2B opportunities
Monitor, Prioritize, and
Maximize electronic self-
service ordering to
minimize manual effort
and cost
2. ELECTRONIC
BUSINESS

31. Seagate Confidential 31
In Region Sales Support Role – Interconnectivity of Systems, Process & Data
Business Ops – eDeploy & Data Stewards
• Customer engagement,
training, and tool
enablement
• Engage, register, and train
new & existing direct
customers on Seagate
Direct & B2B options
• Support customers and
sales with customer facing
tools and portals
• Facilitate integration of
new business entities to
Seagate architecture and
processes
1. ON BOARDING
Engaging with New Customers
• Optimize adoption and
utilization of tool suite
for B2B transactions
• Collaboration with Account
& Order Management on
EDI, SOLO, and E2Open
B2B options and
opportunities
• Monitor, Prioritize,
Maximize electronic self-
service ordering to
minimize manual effort and
cost
• Collaboration with CSO on
eReturns and reverse
logistics & call to resolution
processes
2. ELECTRONIC
BUSINESS
Utilization of B2B Connectivity
• Data Management,
Cleansing, Design, & Use
• Support channel customer
POS/Inventory reporting in
order to ensure timely,
complete, and accurate
data
• Perform regular pro-active
data quality and cleansing
to drive needed data for
business decision making
and better business
outcomes
• System and Data quality
checks with record splits
and mergers at the LSID
level
3. DATA
INTEGRITY
Customer Data Management
• Continuous Process
Improvement and SMEs
• Provide Voice of the
Customer to the business
and IT for improved
business transactions
• React, Adapt and Align to
rapid change at customers
and ways of doing
business
• Identity, address gaps, and
resolve issues with internal
processes and systems
that are impacting
customer success and
ease of doing business
• SMEs & Use Experts
4. PROCESS
OPTIMIZATION
Continuous Improvement

32. Seagate Confidential 32
Key Decision Point
Data Stewardship: High level process flow for key decision points
Data Stewardship - Process Flow
1 2
Stage-Gate
3
ZymeCusto
mers
SalesBusine
ss
Operati
ons
ITAccoun
t
Manag
ement
Customer On-
Boarded
Customer
change in
reporting
Customer
Information &
Contact Point
Customer
collaboration and
direct contact
Sometimes e-
mailed a copy or
summary
Customer
Training
Electronic
Business Set up
Reviews and
cleanses data
Sales Programs
and Incentives
EDI Set up if
needed
* Finance does the
calculation for
program payments
and approvals as well
as fines.
Submitting POS/I
Weekly
Introduce and set
up data feeds
Process POS/I
Data
EDI Connectivity
if set up
Sometimes e-
mailed a copy or
summary
LSID creation if
needed
Works with
customer, sales,
and AM for fixes
Resubmitting or
issue resolution
Kept informed,
act to resolve
issues
Kept informed,
act to resolve
issues

33. Seagate Confidential 33
Data Stewardship - Key Decision Points & Stage-Gates
Key Decision Points Stage-Gates
1
3
Key Information and Owners of Decisions and Stage Gates
2
Decision Point Owners Deliverables Objective Metrics
Reviews and cleanses data Business Ops – Data
Steward
Clean POS/I with LSID
merging or de-duping
Deliver clean, reliable,
point of sale and
inventory data
LSID Match Rate
Works with customer, sales,
AM for fixes
Business Ops – Data
Steward
Clean POS/I data with
any customer issues
fixed
Work with customers
to fix any issues with
the POS/I data
submitted
Customer Issues
Customer adoption of
electronic solutions
Resubmitting and Issue
Resolution
Customers Accurate POS/I
submission weekly per
terms and conditions
Receive and match
accurate data sent by
customer in a timely
fashion
Program, rebate, and
incentive payments

34. Seagate Confidential 34
Building areas of collaboration and influence through data types and definition
Business & Customer Eco-System
Core Business
MDM
Extended
Enterprise
Business
Ecosystem
OWNERSHIP &
GOVERNANCE
Create the right definitions to
fit your need, with flexibility
designed in
Direct or Indirect, different
tiers and structure to support
business needs
Focus on MDM first, it effects
everything
Single Application Data is
data that is solely used by
one application for a single
function or group
Application Suite Data
Can describe both customer
and products but for shared
attributes such as a location
or uses cross-functionally
Master Data is the master
data across the enterprise.
Usually defined as customer
and product data

35. Seagate Confidential 35
Suppliers to Customers
Business Ecosystem
- core contributors
- distribution
channels
- direct suppliers
standard
bodies
Government
agencies &
other regulatory
bodies
Investors
Trade
associations
Competing
organizations
Other
stakeholders
Associations
CORE BUSINESS
EXTENDED
ENTERPRISE
BUSINESS
ECOSYSTEM
supplier
of my
suppliers
supplier of
other
products
supplier of
suppliers
customers
of my
customers
direct
customers
How to model who we
sell to and the
complexities and data of
these transactions
CUSTOMERS
Modeling who we buy
from and the support
and structure of lead
times and supply chain
SUPPLIERS

36. Seagate Confidential 36
RASCI for Process Flow
Roles & Responsibilities

37. Seagate Confidential
System Applications Utilized
• Google Cloud
• Zyme (EDI & ZAP Portal – Future API integration)
• SMA
• DSA
• EDW
• SFDC (Salesforce.com)

38. Seagate Confidential 38
Vendavo
Price Lists
Invoice SPA Requests
Level 1 IT Architecture Data Flows
System Workflow
Customer
SOLO
Customer PO and Order Changes
ERP
R12
Sabrix
Digital
River
EBTaxOAP
B2B
EDI
Seagate Direct
Seagate Direct
www.seagate.com
www.seagate.com
Pricing
Order Booking and
updates
OM
Manual Orders
B2B: FAX and
Email Orders
B2C
Customer
Credit Card Transactions
B2B: Direct Solo
Order and
Customer Updates
SBE
Customer
Pricing Team
SMA
EDW
GRS
eReturns
CRM
Salesforce
Total Credit Customer Returns
Price Lists
Invoice SPA
Exchange Rates
Invoice / Debit SPA
Request
Pricing Hierarchy
Invoice / Debit SPA
Request
FAX and eMail AM
FAX and eMail AM
Intercomapany
and Customer
Pricing Team
Intercompany Price List Load
B2C Promotions and Discounts
Pricing Hierarchies
Order and
Customer Updates
WWFG
Track & Trace
Zyme
POS
LEGEND
System flow / connectivity
(internal)
B2B system connectivity
(external)
Manual inputs / adjustments
External Applications / Connections
Tax
OrderManagement
Customer PO and Order Changes
Reporting
Customer PO and Order Changes
Local Currency
Credit Price
GTM
Abbreviations Key
OM - Order Management
AM - Account Management
WWFG - World Wide Finished Goods
SOLO - Simple OnLine Ordering
SMA - Sales & Marketing Application
GTM - Global Trade Management
SBE - Seagate Business Exchange
EDW - Enterprise Data Warehouse
GRS - Global Returns System
CDH